In this blog series, we explore experience design for the patient and member journey.
Strategy to Improve Digital Experiences in Healthcare
Lead With Data
Marketing teams often feel the urge to create navigation or journey structures based on departmental structures. Often, services are promoted based on internal seniority instead of what is most meaningful or relevant to consumers. Or departments start to splinter off into microsites, sometimes creating confusion for users.
These types of departmentally-motivated decisions hurt patient and member experience, which ultimately hurts the organization. Consider this: if your digital experience is difficult to navigate, would the consumer expect anything different when they visit your hospitals and clinics or interact with your call center?
We encourage you to question everything and help your stakeholders understand that people and families do not understand healthcare like you and your stakeholders do.
SEE ALSO: How to Better Understand Your Patients and Member
When it comes to internal politics, data is your friend. If your internal stakeholders are sure they need separate microsites, do some user testing to identify points of confusion. Or, if you’re struggling with differing perspectives on terminology, A/B test terms and present the data findings to explain your position. Ask “What would a potential user enter into a search bar?” Also, consider using Google Trends – just remember to make the comparison apples to apples.
Google Trends reveals popularity of the medical term “voiding” compared to the more common term “bed wetting.”
RELATED: Design Thinking: Empathy & Observation
In summary, make sure you:
- Question everything
- Remember that most patients, members, and their families do not know healthcare
- Use data to support your assumptions
- Tell your success story (ROI) to shift out of departmental silos
- Help tame “microsite Wild West” with usability findings
NEXT: Content Creation Tips for Healthcare Marketers
Consumers Expect More From Their Healthcare Experiences
We help leading healthcare organizations confidently navigate regulatory requirements and trends spurring consumer-centered transformations. Learn more about our solutions to better reach and engage healthcare consumers, and contact us to discuss your specific needs.
